Social Media to play role in holiday shopping: Oneupweb study

Social media is an essential marketing tool for connecting with an online audience and optimizing presence during the 2007 holiday shopping rush, according to a new study released by integrated online marketing services firm Oneupweb.

The study, "Secrets of Social Marketing Success: How 2007 Hot Holiday Products are Being Marketed Online," is the first in a two-part series that explores the roles of social media in online marketing.

Oneupweb reviewed 12 consumer products and brands likely to emerge as the 2007 holiday season's hottest gifts and examined the Web sites behind these products and brands, as well as those of their competitors, to see the role of social media in their online life. The products and brands reviewed include the Nintendo Wii, Coach Pronto.com, Webkinz, Starbucks, the Casio Exilim Camcorder and the iPod Touch. Oneupweb examined if the integration of social media into holiday marketing campaigns will impact the sales of these products.

The firm will follow-up in January with a review of what part social media played this holiday season in consumer online shopping. They will look at which products and brands were popular and sold well during the 2007 holiday season, how they used social media as a part of their marketing strategy and some of the best and worst uses of online social media during the holidays.